Instead of spending a huge amount of money on a single campaign, you can engage with 3-4 different bloggers.
Food bloggers today are seen as experts on the issue of restaurants and their verdict is always taken as a guarantee of great experience and good quality of food. Because of their presence on social media, they have the capability to increase your website reach and they make sure that people at least know who you are. Food bloggers are far cheaper and more approachable than celebrities even if a minor one. Instead of spending a huge amount of money on a single campaign, you can engage with 3-4 different bloggers, cover a wider audience base and maintain a relationship with them so they will keep covering and posting about different events and updates in your restaurant. Not only do bloggers write about your restaurant like a newspaper advertisement but also talk about the experience, what they found great and what sort of connection they felt at your restaurant. This gives your restaurant a personality for people to relate to and an image even before they visit it.
“In the restaurant industry, food bloggers are the most relevant social media influencers. They are influencers who have a certain fan following and cover topics of their interest. Food bloggers are seen as experts on the issue of restaurants and their verdict can be taken as a guarantee of great experience and even better food. Because of their presence on social media, they can even increase your website reach and ensure that people at least know who you are,” shares Vaibhav Bhargava, Corporate Chef at Drunken Botanist.
Choosing Your Bloggers: When it comes to choosing whom to approach, there are a number of factors that must be kept in mind. You are not just featuring your restaurant as a one-time thing and chances are you will be engaging with the same blogger again. You cannot just haphazardly pick anyone or give the job to the first person that agrees. The first question that you must ask yourself is how is the chosen blogger relevant to your restaurant and brand image that you are trying to create. Bloggers have their own interests and fortes and most of them specialize in kind blogging. This means that they cover certain kinds of foods and restaurants. The next thing to consider while deciding your blogger is to look at the audience they cater to. If their target audience does not match yours, it would be a wasted pitch. The next thing to consider while deciding which blogger you want to engage with is the page views and reach that they garner totally and on individual posts. It makes no sense to engage with a blogger who does not have the required brand pull even if they are talented. Finally, it is very important for the interests of the blogger you engage with to match with yours. Engaging with a blogger is similar to getting a business partner or a new colleague. Hence, for the betterment of both your restaurant and the blogger it is necessary and important that your interests match.
Inviting the Food Bloggers: Now that how to choose a blogger has been dealt with, next thing is how to invite your chosen bloggers. Most bloggers are very easy to contact and approach. Take a close look at their blog and you will find an email address or a phone number that you can contact them on. It is better to create a healthy relationship right from the first email. Value their time and efforts, talk to them, tell them about your restaurant all this will make them connect to the restaurant better and the result will be a better feature for you. Bloggers love experiencing and featuring newer concepts and innovations. If you plan to invite someone for a regular feature, chances are that they will agree but it will not be as satisfactory. Instead, give them something extra to cover. This way not only are you adding more light to your restaurant but actually exposing it from a different point of view. On the upside, more bloggers will be interested in your venture if you give them something unique to cover as they prefer not simply covering your restaurant but showing it from an angle.